Craft Watch: MOOSE – the Alpine Spirit

MOOSE was started in December 2016 by Harry Meakin (pictured below) a sales and marketing executive with 12 years’ experience, primarily at Diageo plc. During his 8 years there, Harry was involved in growing core pouring-brands Smirnoff vodka and Gordons gin, however, he was most successful in driving growth and customer reappraisal of their premium brands such as Johnnie Walker and Tanqueray. Harry has a real passion for alcohol brand sales marketing – hence his desire to build his own alcohol brand.

The goal for MOOSE was to launch a disruptive botanical spirit in the liqueur space, inspired by his childhood love of the Arlberg region of the Austrian Alps and admiration of the world’s greatest après-ski venue MooserWirt in St Anton. The ongoing purpose is quite an ambitious one by its owners, to build MOOSE into one of the world’s biggest alcohol drinks brands.

The brand has certainly attracted an experienced Board and set of shareholders, with plenty of experience from within the drinks industry such as Paul Walsh (ex Diageo CEO and Chairman Compass Group), Cyril Camus (President of CAMUS Cognac), Jake Bishop (Founder of Lounger’s Plc, a UK national restaurant bar chain), and Rhys Oldfield (Founder of Be at One London cocktail bar chain) amongst others.

Since its launch, MOOSE has been growing its business across Austria, France, Spain and the UK. Its next target will be a launch in the US state of Colorado during winter time. The start-up has managed to secure funding to chase the target of tripling its existing business in the next 12 months.

MOOSE has been created (as per graphic above) with its main flavours being maple syrup, chilli and mint and bottled at 35% abv. The spirit was made to be drunk as part of a mixed drink or as a shot.

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